Let's get real for a moment here:
Content marketing is hard.
I'm not breaking any new ground here, I'm just willing to say what a lot of inbound marketing firm pros out there aren't: Coming up with compelling content that draws people to your brand or your product is tough work, especially if your competition is doing a halfway decent job at it too.
God forbid if the content is boring. Then what do you do?
And it's getting harder.
I don't mean to upset you even more, but I told you, we're getting real here for a minute. If you think coming up with enough high-quality content to gain attention and tell your story to prospects and customers is hard now, well, you ain't seen nothing yet.
The fact is, now that the entire concept of content marketing has really hit its stride and everyone from the Fortune 100 to Mom and Pop's Laundromat are getting in on the action, there's even more competition vying for your prospect's microscopic attention span.
And that means you need to do more. And you need to do it better.
Or you may as well stop.
But don't worry.
Alright, I'm done pulling the clouds out and raining on your parade. Wanna know why?
Because the fact is, it's still possible to stand head and shoulders above the rest of the folks who think they're doing content marketing right. And, when you get right down to it, it's not nearly as hard as it seems.
But it takes consistency, and it takes strategy.
And these are two things most of those folks just don't have. On the other hand, the pros running a reputable and experienced inbound marketing firm know what they're doing.
The Content Marketing Tornado
We all know how powerful tornadoes can be.
It's one of Mother Nature's most destructive forces, and the sight of that funnel cloud can strike the fear of God into the heart of the bravest cowboy.
But one of the scariest things about tornadoes is their rarity and their unpredictability.
You never know where or when one is going to show up.
You don't know how long it'll stick around.
You have no idea how strong it'll be, what direction it's going to move, or whether it's going to destroy your trailer or Aunt Jessie's next door.
You just don't know.
And that's what most of the folks who say they've finally got content marketing are doing. They're sending out something here and something there, slipshod bits and pieces of this and that, hoping someone notices.
And someone might every now and then. The bigger the budget, the better the chance someone will notice, no doubt.
But if it's not consistent, how much are people going to remember?
Please, don't create a Content Marketing Tornado.
If you have something worth saying, and a target audience who wants to hear it, then give them the courtesy of being consistent and professional.
Don't come out of a blue sky with a 300 page e-book touting yourself as the world's #1 expert on organic green tea farming, blitz the heck out of the social media channels with ads for your book, and then disappear just as quickly.
While you're sitting home, shaking your head and wondering why no one bought your book, the rest of the world's green tea lovers are wondering just what the heck all that was about!
They didn't know you, they didn't like you, they certainly didn't trust you. And buying your book was not a priority.
You blew in like a tornado, hopped around in their trailer park, did some damage, then disappeared.
The Content Marketing Hurricane
Instead, let a professional inbound marketing firm help you do this:
Stay consistent. Build up slowly. Give everyone a chance to see you coming, feel the wind in their face, and smell the ozone before you force them to take cover.
Respect the industry and respect your audience. Respect those folks who are out there with you building their own Content Marketing Hurricanes.
And when you finally make landfall, appreciate it. And give a little something back if you can.
Because what, really, is a hurricane if there's no one around to appreciate it's awesome power?
In the immortal words of William Shakespeare: “it is a tale told by an idiot, full of sound and fury, signifying nothing.”
I'd love to hear your thoughts on the subject of consistency and strategy in content marketing, so take a stab at it in the comments. And be sure to share this article with anyone else you think might have an opinion.
NOTE: A portion of this article was excerpted from my 200-page content marketing handbook, “The Content Marketing Hurricane”. If you'd like to read more, the book is available in print or Kindle versions here.